Rob Patterson joins Melbourne independent agency Young Folks as General Manager

Young Folks has appointed Rob Patterson as General Manager, bringing together a rare mix of commercial and creative experience as the Melbourne indie continues to grow.

The B Corp certified creative agency helps purpose-driven brands accelerate growth and amplify impact. And for Young Folks, the two ambitions work better together.

Patterson has seen what it takes to deliver on both from more angles than most. Across roles at McCann, Clemenger, Willow & Blake and Admosis, he has worked where business decisions meet brand and marketing decisions. He brings an understanding of what growth needs to deliver, and an eye for the creative work that can make it happen.

Young Folks Managing Director Erin Morris said that combination stood out: “Plenty of people can talk about brand. Plenty can talk about the numbers. Rob can see how one affects the other. He understands the pressure to deliver results today, but he also knows you have to give people a reason to choose you tomorrow. That’s the thinking we want at the heart of Young Folks.”

As General Manager, Patterson will lead the agency’s people, delivery and operations. He will work alongside Morris across a practice spanning brand strategy and identity, campaigns and ongoing marketing.

Says Patterson: “Growth can expose the limits of a brand as quickly as it reveals its potential. Sometimes the answer is to launch something new. Sometimes it’s to make more of what’s already working, or have the nerve to change course. What drew me to Young Folks is its belief that the brands doing something good for the world deserve to grow. I want to help make that happen.”

Adds Morris: “We’ve built Young Folks around the idea that doing good and doing well belong in the same brief. Rob gets that. He’ll help us make that ambition more useful to our clients and more tangible in the work.”

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